Feel London ran from October 11 to 20, 2013, at 1948, Nike’s space in the railway arches on Bateman’s Row in Shoreditch. It launched the Nike Free Hyperfeel running shoe and closed the touring Nature Amplified exhibition, with installations from the Art + Science series, workshops, talks, and FEEL TV, a live online broadcast on October 17. Entry was free. We made it internally, Nike Brand Design EMEA with Nike Running, and Nike Brand Design briefed and creative directed the outside agencies, including Hellicar & Lewis.
Why it looks like this
Four installations, four principles. Nike’s announcement said the installations were built around the Nike Free principles of fit, flex, freedom, and feel: Universal Everything on fit, Daniel Widrig’s 4-meter sculpture on flex, Quayola and Natan Sinigaglia on freedom, and Rhizomatiks on feeling, how the foot connects to the ground.
The broadcast. Nike described FEEL TV, made with Hellicar & Lewis, as “bringing the digital and physical worlds closer together.” Viewers watching the live broadcast at nike.com/FeelLondon could change the performances in real time by tweeting.
Press and sources
- Protein: Feel London
- nss magazine: Nike - Feel London project
- Streaming Tank: Nike Feel London
- Sportmondo (Nike release reprint): Exhibition: Nike presents Art + Science of Feeling